Google Piloting App Ads In Google Play Store Search Results

Small test aimed at app discovery for a set of app marketers currently running AdWords search ads.

Google announced today that it is piloting a test to show ads for apps in its Google Play store.

The test is starting with app discovery ads in search results. Ads are triggered by relevant search queries in the way Google’s AdWords search advertising works.

Search ads on Google Play will enable developers to drive more awareness of their apps and provide consumers new ways to discover apps that they otherwise might have missed.

In the example from Google below, the ad that appears in a search for “coupon app” is signified by the yellow “Ad” icon the company uses in Google.com search results.

The test will run with ads from a pilot group of advertisers are already running Google search ads for their apps and will only reach a limited set of users during the pilot. While the test will include only app marketers currently using AdWords, the campaigns won’t be tied, on the front end at least. The ability to buy Play Store app ads in AdWords could be something that comes later, but there’s no word on that now.

Google is in a crowded field in appealing to app developers’ ad budgets — Facebook, Twitter, Yahoo and others are all vying for share of wallet — and this is the first time it’s opened ads to the Google Play store itself. Apple for its part, has thus far reserved promotional space for its own services and products in its App Store.

Google also announced it has paid app developers more than $7 billion through Google Play.

About The Author

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.